wilson furniture

http://wilsonfurniture.com/?page_id=28

The webpage above mentioned that the Wilson Furniture , a family-running furniture retailers , survived and made profit in the past two decades when increasing number of  imports with ‘lower quality but at at lower price ‘came into the market. What they have done mainly could be concluded as repositioning the competition.

Because of the information overloading, consumers may only consistent with the old knowledge. Therefore, companies may need to persuade the consumers to view the product in a different way. This seems to do with psychology , actually, in my opinion , marketing has a lot to do with psychology. For Wilson, as the their slogan ,’ We just look experience’, reveals, they are trying to use their qualities to appeal to consumers. Additionally, their products are assembled, as they announced that it was part of the ‘high-end furniture’ instead of ‘a box with an instruction kit’. Though they did not mention Ikea,but the comparison between them automatically came into our mind.  In this way, Wilson convinces the consumers to switch to them by using other brands as benchmarks.

However, repositioning the competition should not name-mentioning rival’s name.This may lead to the dilemma  that companies attack each other continuously and create a win-lose situation . Same as ‘Wise and Pringles’ that stuck in repositioning each other in return because of Wise mentioning Pringles’ name to accuse its chemical ingredient firstly.

Reference list
http://wilsonfurniture.com/?page_id=28 ( both content and pictures are from here)